摘要看到我国新车市场的繁荣,同时可以预见到我国二手车市场的繁荣，特别是二手车网络营销的繁荣。二手车产品的分散性和个体性,以及产品本身的价值属性决定了信息需求将是整个交易环节中的刚性需求,如何更有效的解决上述的刚性要求和交易难点——借助互联网。本文研究二手车网络经营模式,对其二手车市场营销计划等方面进行分析研究,运用学到的网络营销、目标市场细分、客户关系管理等理论,对现在网络营销的情况进行分析。本文研究了二手车网络营销的现状统计，优势与劣势分析。进一步阐述二手车业务如何在网络信息过程中融入营销理论和未来的发展趋势。最后，笔者给出结论。古老的赶大集二手车经营模式正在慢慢的退化，网络信息平台将推动现有的二手车销售模式，但是网上交易有自身的局限性，买卖车双方多少都有些顾虑。二手车网络交易必将发展为“网络+实体”的二手车交易服务经营的新型模式。关键词:二手车；网络营销；营销策略IAbstractSeeingtheprosperityofthenewcarmarketinourcountry,itcanalsopredicttheprosperityofthesecond-handcarmarket,especiallythenetworkmarketingofsecond-handcars.Thedispersionandindividualityofsecond-handcarproducts,andthevalueattributeoftheproductitselfdeterminetheinformationdemandwillbethewholetransactionlinkrigiddemand,howtoeffectivelysolvetheaboverigidrequirementsandtransactiondifficulties,withtheaidoftheinternet.Thispaperstudiesthebusinessmodelofsecond-handcarnetwork,analyzesthemarketingplanofsecond-handcarmarket,andusesthetheoryofnetworkmarketing,targetmarketsegmentation,customerrelationshipmanagementandothertheories,andanalyzesthecurrentsituationofnetworkmarketing.Thispaperstudiesthestatusquooftheusedcarnetworkmarketing,advantagesanddisadvantagesanalysis.Furtherelaboratehowtheusedcarbusinessintegratedmarketingtheoryandfuturedevelopmenttrendinthenetworkinformationprocess.Finally,theauthorgivestheconclusion.Theoldswiftlycarbusinessmodelisslowlydeteriorating,thenetworkinformationplatformwillpromotetheexistingsecond-handcarsalesmodel,buttheonlinetransactionhasitsownlimitations,thebuyerandsellerhavesomeconcerns.Thesecond-handcarnetworktransactionwilldevelopintoanewmodelofsecond-handcartradeserviceof"network+entity".Keywords:usedcar;networkmarketing;marketingstrategyII目录摘要............................................................................................................................................IAbstract.....................................................................................................................................II1前言........................................................................................................................................11.1研究背景与意义...............................................................................................................11.2二手车销售国内外发展现状............................................................................................21.2.1国外二手车市场现状.................................................................................................21.2.2国内二手车市场现状.................................................................................................41.3论文主要内容..................................................................................................................52二手车销售现状及存在问题分析..........................................................................................62.1二手车市场相关概念...............................................................................
